Instagram Skate Audience Content Opportunity Analysis™ Q2 2022

Instagram
August 2, 2022
Sporting Goods & Outdoor

Content Opportunity Methodology

  1. Measure & Categorize. Analyze the Top 150 videos from the 10 creators provided by Red Bull to find content buckets that are significantly outperforming the average
  2. Identify Top Themes. Identify the themes that are resonating most with the audience by sorting the themes by their aggregated performance metrics.
  3. Identify a Benchmark. Identify content themes that are performing above and under an average benchmark for the industry based on views & engagements.
  4. Identify Opportunities. Look at the data and find the content themes that are resonating with the audience based on a set of top creators.
  5. Repeat For Each Platform. Repeat the analysis for every platform that matters to your brand and audience to find platform-specific opportunities.

Instagram Content Bucket Definitions

  • Celebrating Accessibility: This category celebrates and showcases the amazing ability of skaters with varying disabilities hit different park or street lines. 
  • Unique Board & Equipment: Videos in this category showcase creativity and ingenuity through the use of either funny or original board designs while skateboarding.
  • Single Trick Short: Short videos of this nature are edited to highlight one simple trick across a variety of street, park, or flatland areas. Occasionally from multiple views but only ever highlighting one piece of footage with one trick. 
  • Trick Progression: Showcasing skaters as they push themselves through the pain of bailing to finally land their intended line or trick.
  • Slow Motion Footage: Simplistic videos that showcase close-ups or full frame skaters performing their line or trick in slow motion. Typically slowing the frames where the skater performs the footwork needed and following through to the landing.
  • Part: Like an athlete demo tape, a Part highlights a skater's best runs and tricks. These clips can be standalone, or sections of a specific skater cut from the film of an entire skate crew. Filming style is typically refined, includes multiple POV’s and a soundtrack. Videos in this category either feature an entire Part or clips and a link to the full video in the caption.
  • Open Clips: Montage or compilation style edits from varying clips at different skate opens from around the world. Often showing multiple skaters hitting the same lines. 
  • Street Clips: Videos solely focused on the use of urban environments to creatively form lines or features to perform tricks on. 
  • The Stories of Skaters: A hybrid between behind the scenes and interviewing where viewers get to learn about the stories of current and inspirational skaters from different parts of the world. 
  • Challenges: Clips that show off skaters in different style games of S.K.A.T.E., dice rolling to form tricks, and other styles of challenges to form lines.

Extreme performing content opportunities (3X the benchmark) in the Skate space that had the highest average number of views & engagements on Instagram include:

Top performing content opportunities in the Skate space that had the highest average number of views & engagements on Instagram include:

Good performing content opportunities in the Skate space on Instagram include:

Substandard performing content for the Skate space on Instagram include:

Low performing content for the Skate space on Instagram include:

Content Opportunities:

1. Celebrating Accessibility

All Types of Gnar. This category celebrates and showcases the amazing ability of skaters with varying disabilities hit different park or street lines. 

Tactics to Implement:

  • Ownership: A key aspect of this content category is how hard these skaters own what some would think is a hindrance to them. One example is blind skaters feeling out their line and nailing it. 
  • Different Styles: Videos across this category take lines from street and park to showcase that there is truly no limitations for these individuals. 

Top Format:

  • Duration: 0:15 & 7
  • # of Hashtags: 1 & 3

2.5M  Views

1.5M Views

2. Unique Board & Equipment

Any Board Will Do. Videos in this category showcase creativity and ingenuity through the use of either funny or original board designs while skateboarding, like 5 skateboards screwed together, or one entirely made of glass.

Tactics to Implement:

  • Subversion: A subtle aspect to these videos that really ties it all together is the subversion of expectations when skaters land some kind of trick on the different board design. Because it’s one thing to build it, but another to use it.
  • Being Outrageous: Some videos in this category lean heavily into the comedic aspect of using a unique board, like the video on the left, which clearly isn’t logical, but still funny.

Top Format:

  • Duration: 0:15 & 0:11
  • # of Hashtags: 14 & 0

1M Views

399K  Views

3. Single Trick Shots

One and Done. Short videos of this nature are edited to highlight one simple trick across a variety of street, park, or flatland areas. Occasionally from multiple views but only ever highlighting one piece of footage with one trick. 

Tactics to Implement:

  • Short & Sweet: Although this tactic may seem obvious, this concept applies to all levels of the video. Short editing cuts, short captions, a short total length of the video. 
  • Line Variety: These videos walk the line of spreading themselves to different areas of skateboarding whether its a skater hitting a kicker lined up in the middle street or finding a particularly interesting street spot to film.

Top Format:

  • Duration: 0:04 & 0:07
  • # of Hashtags: 2 & 4

1.9M  Views

1.6M Views

Viral Videos.

These videos were omitted from their content buckets as ‘viral’ outliers for exceeding 3x the views and engagements of their respective benchmarks.

Single Trick Shorts

Tactics: The skater lands an absolutely sick line at breakneck speeds.

8M Views

Trick Progression

Tactics: Skater went above and beyond what the park had to offer and used a tree for a wall-plant in his line.

3M Views

Park Lines

Tactics: Both these videos showcase similar styles in that their entire line is done across a whole skatepark or vert section of the park. Specifically for the video on the left, it could be that the video went viral due to how young she is. 

863K Views

893K Views

Slow Motion Footage

Tactics: Cameras capture a massive trick in slow motion.

1.3M Views

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